Guardian News & Media (GNM) has today announced the appointment of Anna Watkins to the role of managing director of its forthcoming commercial proposition, Guardian Labs.

Anna, currently managing director at Initiative, will join GNM on 10 October. She will bring with her extensive experience in strategic global positioning and will play a key role in GNM's ongoing transformation into a major global, digital-first media brand.

Guardian Labs - which will be officially launch later this year - will mark a bold new direction for the Guardian as it continues in its ambition to build on its solid reputation in delivering new models and ideas to a global audience. Guardian Labs will focus on innovative client collaboration and cross-media partnerships in order to drive engaging, digital-first solutions for a broad range of clients.

Anna will be responsible for growing revenues across key markets and content verticals, both domestically in the UK and through the expansion of digital commercial projects internationally. She will report directly into GNM's chief commercial officer, David Pemsel, and will work closely with the GNM senior commercial team to formulate new strategies which align with GNM's ongoing digital-first plan.

David Pemsel, chief commercial officer, GNM, said: "Anna is an excellent hire for us and we are thrilled to have her on board. She brings with her incredibly strong global positioning and planning experience which will be vital as we continue our ambitious plans to expand into international markets and pioneer innovative, market-leading solutions for our clients."

Anna Watkins said: "This is such an exciting time to be joining The Guardian as it transforms into a truly global media company. The Guardian's pioneering 'open journalism' approach and award winning content gives brands a unique opportunity to connect with a highly progressive digital audience worldwide."

-ends-Notes to editors:

* Global ComScore July 2013Biographical detailsAnna Watkins began her career as a graduate at M&C Saatchi. She later took up the position of director of international sales and sponsorship at PRISA in Madrid, where she was responsible for international cross-media sales. She served as managing director of content and social media agency Hubbub and managing director of Grand Union Group, where she oversaw the sale to FullSIX as well as a merger with Six&Co. She joined Initiative as MD at the beginning of 2012.